Mumbai, 2 October 2025: In a landmark move that blends tradition with innovation, Indian film superstar Ajay Devgn officially announced the rebranding of NY Cinemas as Devgn Cinex, in collaboration with the Vishwa Samudra Group. The announcement came during the North Bombay Sarbojanin Durga Puja celebrations at SNDT Women’s College grounds in Juhu — one of Mumbai’s most iconic cultural gatherings.
The grand unveiling was not merely a corporate announcement but a symbolic beginning of a new chapter for the Indian cinema industry. Against a backdrop of music, cheers, lights, and the joyous spirit of Durga Puja, the Devgn Cinex logo was revealed, signifying a bold vision for the future of film exhibition in India.
A Fusion of Tradition and Modernity
Launching the rebrand during Durga Puja, a festival steeped in cultural resonance and community bonding, carried deep meaning. For Devgn, who has balanced his cinematic legacy with an entrepreneurial vision, this was an opportunity to show how cinema, like tradition, unites people.
Speaking at the event, Ajay Devgn remarked:
“Durga Puja is a celebration of tradition, togetherness, and shared joy. In many ways, cinema does the same — it brings people closer through stories. And what better day than today to announce the next chapter for our cinemas. With Devgn Cinex, our vision is to bring this magic to audiences across India with state-of-the-art formats that allow every emotion and every moment of a film to be experienced at its fullest.”
The symbolism of unveiling Devgn Cinex at a festival that has, since 1948, been a hub for Mumbai’s artistic and creative community, added layers of heritage and emotional depth to the occasion.
The Vision Behind Devgn Cinex
The rebrand from NY Cinemas to Devgn Cinex marks more than just a change of name. It reflects a commitment to reimagining the cinema-going experience at a time when audiences are seeking premium, tech-enabled, and culturally relevant experiences.
Shivdutt Das, Executive Director of Vishwa Samudra, emphasized this vision:
“Devgn Cinex is more than a new name; it is a vision to transform cinema halls into spaces of innovation, comfort, and culture. We are committed to scaling this brand across India.”
The roadmap outlined at the event is ambitious:
-
Introduction of premium formats to rival global standards.
-
Leveraging digital innovations such as AI, mobile apps, web platforms, customer engagement tools, and loyalty programs to ensure seamless experiences.
-
Expansion across metropolitan cities, tier-1 hubs, and especially South India, where cinema remains a cultural heartbeat.
This vision is driven by the belief that cinema in India is not merely entertainment but an emotion, a shared cultural ritual.
Expansion Strategy: A Nationwide Growth Story
Satish Kottakota, CEO of NY Cinemas, shed light on the company’s expansion blueprint under the new identity:
“Devgn Cinex is ready to expand its footprint with new screens planned across the country. Our immediate focus will be metros and tier-1 cities, particularly in South India, where the appetite for cinema is unmatched. This is just the start of a growth story we are excited to share with audiences nationwide.”
With India emerging as one of the world’s most vibrant cinema markets, the move positions Devgn Cinex to compete not just with established multiplex chains but also with the growing demand for immersive and community-driven experiences. The strategy aligns with shifting audience preferences, where premium formats, comfort, and technology-driven engagement matter as much as the films themselves.
A Family Affair with a Cultural Touch
The cultural gravitas of the event was further enhanced by the presence of Kajol, acclaimed actress and wife of Ajay Devgn, alongside Mrs. Sonam Shivdutt, both of whom joined in the Durga Puja festivities before the rebranding announcement. Their participation highlighted the personal investment and emotional resonance behind Devgn Cinex.
The North Bombay Sarbojanin Durga Puja itself has long been a congregation of Mumbai’s film fraternity, and hosting the launch there underscored the deep ties between cinema and community. This backdrop ensured that the unveiling was not just about business but about heritage, faith, and storytelling traditions that Indian cinema so often mirrors.
Cinema Reinvented
The promise of “Cinema. Reinvented.” is at the heart of Devgn Cinex. The rebranded entity seeks to combine Ajay Devgn’s cinematic legacy with Vishwa Samudra Group’s expertise in infrastructure and innovation. Together, they envision a brand that prioritizes:
-
Immersive Theatrical Experiences — state-of-the-art formats, sound, and visuals.
-
Technology-Driven Engagement — AI-led personalization, apps, and loyalty rewards.
-
Cultural Relevance — retaining cinema’s role as a shared community experience.
-
Nationwide Reach — expansion in both metros and emerging urban hubs.
By merging tradition with cutting-edge digital tools, Devgn Cinex hopes to set a benchmark for the next generation of cinema halls in India.
About Devgn Cinex
Devgn Cinex, formerly known as NY Cinemas, is a next-generation cinema brand founded by actor Ajay Devgn and backed by the Vishwa Samudra Group. It aims to redefine the movie-going experience in India by combining cinematic heritage with modern innovations, from AI-powered engagement to seamless digital platforms. With a focus on immersive theatres, cultural connections, and rapid expansion — especially across South India and metropolitan cities — Devgn Cinex is set to become a leader in premium formats and community-driven entertainment.
About Vishwa Samudra Engineering
Vishwa Samudra Engineering (VSE) is a multi-disciplined infrastructure company with expertise in turnkey projects across diverse sectors. Known for quality, speed, and financial strength, VSE executes projects across models such as EPC, EPC+F, HAM, BOT, DBFOT, and PPP. Its portfolio spans roads, highways, ports, fishing harbours, ropeways, irrigation projects, tunnels, bridges, dams, airports, and urban infrastructure. By bringing its infrastructure expertise to the entertainment industry, VSE adds a unique edge to the Devgn Cinex partnership.
A New Dawn for Indian Cinema
The unveiling of Devgn Cinex marks more than a rebrand — it signals the arrival of a new vision for Indian movie halls. As the entertainment industry evolves amid changing consumer expectations, this bold move by Ajay Devgn and Vishwa Samudra Group could well redefine how Indians watch films in the years to come.
From the cultural heart of Durga Puja in Mumbai to the multiplexes of India’s cities, Devgn Cinex steps forward as a beacon of innovation, emotion, and cinematic excellence.
